Marketers are well aware of how horny all you singles are.
Single people have had it rough through the pandemic, having to date by Zoom or be extremely cautious about meeting in person. Now that vaccinations are letting people get out and about, Match is encouraging them – in a not-so-subtle way – to hook up with people, and then come to Match when they’re ready for a real relationship.
Terms like “slutty summer” and “hot vax summer” have taken off this spring in anticipation of random hookups without commitment, and Match is pushing people to do that. In a campaign developed by Mojo Supermarket, Match celebrates the return of in-person dating with outdoor placements, paid social posts and even lollipops, encouraging singles to “lick every stranger they can.”
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While that sounds kind of gross, Match states in the campaign literature that it understands that singles want “a good consensual hook up, or seven” this summer. But when they’re “ready to get serious about dating” in the fall, or maybe next week, Match will be there. The headline will be seen in New York and Los Angeles.
“Singles spent the pandemic reassessing what they want in a relationship, and they are ready for something more,” Hessam Hosseini, CEO of Match, said in a statement. “And Match is the place for those singles who are serious about it to find it.”
The campaign continues on social with animated posts, as well as on hundreds of custom made lollipops to friends of the brand so they can practice licking until they meet a stranger worthy of their time and saliva.
“Lick every stranger you can encapsulates head-on what everyone is talking about, that pent-up demand for physical closeness. As an iconic dating brand, we will celebrate a summer of love or a summer of lovers. We’re leaving it up to singles. But when they’re ready to get serious about dating, Match will be here,” said Match’s vp of brand Ayni Raimondi in a statement.